The effect of brand activism authenticity on brand awareness and perceived quality: The moderating role of self congruity

The aim of this study is to examine the effects of brand activism authenticity on brand equity in terms of brand awareness, perceived quality and brand loyalty and to determine the moderating role of self congruity in this relationship. For this purpose, data were collected with the participation of 481 individual consumers living in Turkey in the questionnaire, which was created by giving an example of the brand activism activity of a cosmetic brand. Structural Equation Modeling method was used to test the hypotheses created. As a result of the analysis, it was concluded that brand activism authenticity had a positive effect on brand awareness, perceived quality and brand loyalty. In addition, it has been observed that self congruity has a moderating effect on the relationship between brand activism authenticity and brand awareness, perceived quality and brand loyalty.